STEP 1 - Consider and ponder about your niche. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. Armed with better insight into how your ads are performing on the different shows, you might just find that it will make more financial sense to spend more on specific podcasts, while reducing your spend on others. 3) Ask if they'd be open to doing a phone call to speak further. In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) youll hear some outstanding examples of their Bruno Mattress commercials. There are also a couple of factors that will impact an ad spots price. Run a trial run to understand if your audience is interested in the products from the affiliate program. These are: podcast sponsorships, affiliate marketing, selling merch, and offering subscriptions. 6. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. Preview of Spotify. Instead of being paid per episode, or per 1000 downloads, payment is based on how many people actually buy the product or service. Research to find high-volume, trending keywords and focus your podcast scripts around these keywords. Podcast. The brand's products/services will be promoted at some point in the creator's podcast episode. Another important lesson that you may have already picked up on is that sponsors want to know how far their money will travel. Podcast sponsors help you turn a hobby into an income-generating business. 4. 22 votes. Timing (for example, an ad during so-called prime time will cost more). Show Guesting. When it comes to physical education in our country's schools, parents, teachers, and administrators alike typically place it at the bottom of their list of priorities something to fit in if budget, time, and academic standards allow. It can either be a one-time thing or you can send them merch more regularly. Does this business need an improved social media image? This is the middleman approach, which can be easier to get off the ground, but less fruitful in the long run. And yet, it puts the message across far better than any old-fashioned interruption style advertising would. Maybe even to have enough left over to treat their other half to a nice meal every couple of months. How many downloads do podcast sponsors require? Podfly. Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. Thank people for listening at the end of your episode. Figure out why a brand should want to advertise on your podcast. There's tough competition for podcast sponsors, which means you'll need to put together a compelling pitch for your show. Micro influencers have no more than 20k followers. Native ads are quite common and are created by the business for the podcast to discuss the product or share information about a promotion. But it can take many different forms, and its not necessarily the right approach for everyone looking to monetise their content. 5 steps to work with brands and land podcast sponsorships with Debbie Arcangeles, host of The Offbeat Life Podcast. The last element is the call to action. 3. Here, youll talk about a product or service during the recording of your episode. Even better, you don't . Many banks only sponsor podcasts in specific niches like finance, environmental, culture, etc. Your podcast needs to have buzz or referrals to find a sponsorship. Advertising on a podcast isnt like putting up a billboard at the side of a road, where 90% of the folks who see it arent a companys target audience. 1 Code. However, somehow podcasts managed to prove the pessimists wrong. Its usually done in a very unceremonious way. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. There are several more banks on this list. browse the shop. If you have a business plan, you can also include a summary of it so that potential advertisers can get an overview of your show. According to statistics shared by SEMrush, nearly 20% of people are much more likely to consider supporting a brand if its advertised on their favorite podcast. 1. Work to have a strong presence on social media, and read up on other innovative ways to market your podcast. Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. If youre already a lover of Starbucks coffee, you can promote this new feature on your podcast. You pay the show to be a sponsor, and in exchange for your sponsorship, the host will advertise your brand on air. Whenever you can, tell people about your podcast online and in person. Request donations from your audience through Patreon. Whats important is how respected and trusted you are in your niche and how well you engage your audience. Tip: To see if this model is profitable for you, assume 1% of your listeners act on your ad at a commission rate of 15% of a $50 product or service. Because your audiences are passionate about art, it makes sense to work together. join the evolution. Partner With Podcast Sponsors A great way to get your hands on an awesome prize that will drive a whole lot of entries without breaking your budget is to partner up with a relevant sponsor and have them provide you with a prize in exchange for some dedicated actions in your campaign, the promotion and exposure you can offer them, and even the . This guide explains how podcast sponsorships work and everything you need to know to partner with your first sponsor. A third party creates an ad, and you can play it at some point in your episode. Commonly, podcasts deliver ads in one of two ways. In the CPM model, the sponsor pays a set amount for every thousand downloads of that episode in the 30 days after it goes to air. Not fully bought into the sponsorship route, but want to explore monetisation. Sylvia Ann Hewlett, an economist and the founder of the Center for Talent Innovation, has studied the difference between mentoring and sponsorship and what leaders have . If your ad isnt memorable enough, it doesnt matter how many heard it. Their exclusive products and variety of fan-favorite properties make them a prime candidate for sponsoring gaming or pop culture-related podcasts. Pre-recorded ads are easier to run a Mid-Roll ad during a podcast interview. Is this sponsor only known in a limited location? 4) Podcasting Can Help You Build a Personal Brand. There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. When your podcast listeners click on this link and purchase, youll earn money based on your affiliate commission rates. For example, on Patreon you can add merch to your different membership tiers. Doing the ads yourself is going to make them more effective. 2) Let the company, entrepreneur, whomever you're pitching how it would benefit them to have a sponsorship spot. Podcorn also lets you keep more of your profits and only takes a 10% cut of your ad revenue. Play. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. Download this episode. If your podcast is related to women in business or is coaching/mindset related, for example, this is the kind of company you might approach for sponsorship. Done well, (and legitimately!) And how can you use other methods to boost your podcast in 2023? This means that they will be part of the show forever and cant be replaced or deleted altogether at a later stage. From T-shirts to stickers, there are many different items that you can brand and turn into your merch. Research the sponsors you are considering and see if . Theres whats known as the CPM model (or cost per thousand listeners). Sure, engaging content and growing listeners can monetize your podcast, but sponsorships help you achieve both, while maximizing your profits. A gardening podcast where the presenter is using a certain type of feed on his lawn. If youre interested in selling products, becoming an Amazon influencer can be a good Inbound marketing is a crucial component of any successful enterprise-level digital Its anticipated that by 2023, podcast ad revenue will exceed $2 billion. To join any of the best podcast advertising marketplaces, submit your podcast and provide details on your audience and podcast. And theyre not alone, as businesses have invested about, How much you make from a podcast sponsorship depends on various factors (w. are two main formats you can choose for sponsored ads in your podcast: Organically tell your audience about how the product benefits you. Its also better to opt for a number of podcast ads on podcasts with a smaller audience reach than to run just one ad on a podcast with a big audience. Either of these podcasters could reach out to the companies behind the products they use, and make a pitch. AdvertiserCast released the following average rates based on the reporting data for nearly 3,000 podcasts. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. How much do podcasters make on sponsors? Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). This is an arrangement where the podcaster, the sponsor, and the audience are all benefiting from every aspect of the agreement. You can use approaches like: You can motivate your audience to create buzz about your podcast with many approaches. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. Podchaser also lists average ad costs for podcasts that generate a lot of listeners. Can be more difficult for the inexperienced presenter to get right first time. , youll include a trackable link to your podcast description. Ask yourself these questions before seeking out brand partners: You can grow your listenership by running a podcast promo with Buzzsprout Ads. , youll be able to access numbers provided by the platform. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. What do sponsors look for in a podcast host? Your audience will naturally build your reputation and social proof. Ranker: The Most Ubiquitous Podcast Sponsors, Ranked, Statista: Podcast advertising spending in the United States from 2021 to 2025, Shopify: 30+ Influencer Marketing Statistics to Have on Your Radar (2022), ZipSprout: TOP 60 CORPORATE SPONSORS IN THE UNITED STATES. Sponsors often want podcast hosts with a personal interest in the products and services they sell. Acquiring sponsorships: You can easily include sponsors in . Read this article for more details on how to approach podcast sponsors, the top podcast sponsors and how to make more money from your podcast in 2023. For an ad double the length, the CPM rate is $25. Join our private podcasting community with a 7-day free trial (no credit card required). A deck is basically like a brochure you can send to prospective sponsors. Send out a survey to get some answers. 0:00. To put this into perspective. Do I consistently get at least 200 downloads per episode? You have freedom on the script, so it sounds natural. This means that the ads placement can change from pre-roll to mid-roll to post-roll. From a brands point of view, baked-in ads are better. At the end of the day, its a case of quality over quantity. Take time to research brands to find where you can add value to them. Talenti on Gastropod and Spilled Milk. In addition to tracking unique promo codes that were shared during the podcast, you can also look at indirect attribution. Heres an example. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. Weve talked about how having a smaller audience doesnt necessarily make it any less valuable. After all, how can a medium without any visuals manage to attract and maintain peoples attention in this day and age? That's because you can prove your show's worth with statistics. Post-Roll which as you can guess appears at the end of the podcast. It also feels more natural, and, depending on who the host is, you might be able to take advantage of their unique personality. Place a large focus on how they will make back the money they spend on you, and how it will benefit their business. When done well, these are really just another aspect of your content offering and can blend in seamlessly. This . Its better to opt for a number of podcast ads on podcasts with a smaller audience reach than to air just a single ad on a podcast with a huge following. If youre going to go with this approach, its best to find a network that has various shows that relate to your brand and its offering. Read this full article to find out how to maximize your podcast earnings and land profitable podcast sponsorships. Youve slowly built up a level of trust with them. This Podcast has been fun to listen to. Reach out to the brands marketing department and pitch your podcast. In short, by using a podcast thats related to your industry, youre more likely to find an audience who can identify with the issues that your products can solve. Podcasters often get caught up in the mindset that they cannot monetize their podcast without having thousands of downloads - and it simply isn't true! How many downloads do you get on average? In this Catalyst interview, Denise shares how she's navigated the B2B world for more than 20 years, the importance of finding and becoming a sponsor and mentor, and how WorkForce Software is working around COVID-19. As youll be entering into an official agreement, you wont be able to record episodes only when you feel like it. If 200 people listen to your podcast, you could potentially net $500 for a single product mention compared to $4 with a CPM rate of $20. . Best for: Any podcaster with a highly engaged following. Today, this is what's important: Planning the podcast, keeping in touch with friends, group texts, political texts, phone numbers, safety songs for kids, Andrew Dice Clay, stand up personas, Mike Myers, buzzballs, and more. There are three ways to calculate your rate, and these include: On average, the CPM for a 30-second ad is $18. Or, it can be dropped altogether at a later stage. Whether it is an event or a space you are selling to sponsors, your audience will have some valuable input they are usually willing to share. To calculate your rate for podcast sponsorships, there are three ways you can do this. Today, that number is nearly 40% with 24% of . On which podcasts do they advertise? A pop-up should come onto the screen once you click "Activate" allowing you to enable the tracking. I also learned that there are three main categories of ads in podcast sponsorships: Preroll: ~15-30 second ad at the start of the show. Provide something of genuine interest or value to your listeners. Here, well take a look at the various ways podcast sponsorship can work. Podcast sponsorship's earn content creators significant amounts of money. By looking at how your competitors are using podcasts, you can identify shows that you can contact or networks that deal with relevant topics. Companies know who purchases their products, and they are looking to partner with podcasts that can deliver that audience. It can be one page long or a few pages long, depending on the layout. Personalize your pitch when you contact them, and share your mission, vision, and sponsorship goals. How much do you think you could charge for an ad slot on that show? Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. 5) Podcasting Can Become a Second Income. ADP is a comprehensive global provider of cloud-based human capital management (HCM) solutions that unite HR, payroll, talent, time, tax and benefits administration, and a leader in business outsourcing services, analytics and compliance expertise. Thats our guide for all the info youll need on that front! So, if you dont see results in the first week, dont worry. Alternatively, you can simply offer subscription tiers or ask directly for donations. Here are the three primary metrics in podcast advertising. According to Patreon statistics, the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. You can take a bit more time to craft your ad read, and feel like the finished product sounds just right. Most hosts take commission. Accidental Tech Podcasts sponsorship rates start at $5,500. niche of the product/service that is being advertised. Because of how well-known these companies are, you might not know how many characteristics your brands and audiences share. Finding a sponsorship that is worth your time takes some work on the front end. June 18, 2019. However, there may be requirements, and your earning potential relies on the size of your audience. Listen to the episode on a separate page. So, how do you find the best podcast sponsors? other podcast monetisation avenues are available. Its a win-win for everyone involved. this is an excellent example of where listeners are being pointed to. Also, if you use a network, you can look at their numbers and other shows to get a better idea of the type of engagement that you can expect. Bombas VP of Marketing, Kate Huyett, has shared that "in a given week, about 50-60% of our new customers are coming from paid [channels] and podcasting has ranged from 15% to 40% of that. Typically, podcasters stand to earn around $20 per ad, per 1000 downloads, within 30 days of an episodes release. Use data to make investors feel confident. The host of the podcast basically doesn't have to create an entire episode from scratch as its a type of. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone has assembled a crowd, and someone else would like to advertise a product or service to that crowd. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. When opting for a paid interview, the brand will pay the podcast to interview a person whos linked with the brand (usually the interviewee will be some sort of expert). Tip: Learn more about your listener demographics through your podcast hosting platform and specific directories like Spotify or Apple Podcasts. To make it easier to place the ad in a number of different podcasts, you might want to consider using a pre recorded ad that doesnt mention the podcast specifically. That doesnt necessarily mean someone will be willing to pay it. What can you offer brands? Weve done our research and put together the ultimate guide to podcast sponsorships how to approach sponsors, the best sponsors in 2023, and the best ways to monetize your podcast! Sponsor message. There are great opportunities to be found in sponsoring fiction podcasts or audio dramas too. Include pre-roll ad? Go ahead and click the green . This isnt an 8-minute long advert. They hit the sound board hard, but it definitely grows on you. BiggerPockets, one of the top real estate podcasts in the United States, charges a minimum of $5,000 per podcast ad campaign. Your subscribers would have found more value in sponsored ads promoting one-of-a-kind paint brushes rather than an expert book on how to turn gardening into a side hustle. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. Many podcast hosts do this and earn money to reinvest into their podcasts. The average rate for a 60-second podcast ad per CPM is roughly $25. A nice surprise: in each episode of SmartLess, one of the hosts reveals his mystery guest to the other two. Podcasting has come a long way since the first podcast hit the web in 2003 as Radio Open Source. The fancy term for this is designing a media kit. Contact an insurance companys marketing department and pitch a sponsorship. Also, most listeners are much more tuned in to what the host of their favorite podcast says than what the writers on their favorite blog write. In fact, the opposite can be true, the more hyper-targeted it is. This seems like an intuitive no-brainer, but it has to be mentioned off-top. Narrow Down Your Niche. 6. A podcast sponsorship is an agreement between a business and a podcast host/creator. 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